Stakeholders Engagement What is Stakeholder Analysis ? The Stakeholder Analysis is a method for identifying internal and external stakeholders, their concern and objectives, their potential influence, and how to deal with them. Why is it important to work effectively with your stakeholders? Managing the stakeholders relationships is an important key in reaching a successful project outcome. The analysis is an important part of defining the project purpose, objectives and success criteria - in general and in respect of the key stakeholders. The analysis is a part of the foundation for organizing the project, developing contract strategies and strategies for issues outside the contractual requirements, and for developing communication plans with the internal and external stakeholders. Management vs Engagement Stakeholder Management – to control, direct or tell Stakeholder Engagement – to interact, involve or empower Stakeholder Engagement The 4 C’s of engagement: Communicate: to proactively share information. Consult: to understand and respond to stakeholder concerns. Collaborate: to work in partnership with stakeholders. Co-create: to create innovative solutions. Stakeholder Engagement Process IDENTIFY ANALYSE PLAN ENGAGE Stakeholder Engagement Process What makes someone a stakeholder? IDENTIFY Stakeholder Engagement Process Someone who has something to gain or lose through the outcomes of your program Someone who can potentially influence, champion or block your program’s implementation. IDENTIFY Stakeholder Engagement Process Types of stakeholders Internal External IDENTIFY Stakeholder Engagement Process Who will be impacted by the program? Who should contribute towards the outcome? Who can champion the program? Who will be involved in the program? Who is accountable for the program? Who may object to the program? IDENTIFY Identifying Stakeholders Internal project stakeholders generally include the project sponsor, project team, support staff, and internal customers for the project. Other internal stakeholders include top management, other functional managers, and other project managers External project stakeholders include the project’s customers (if they are external to the organization), competitors, suppliers, and other external groups that are potentially involved in the project or affected by it, such as government officials and concerned citizens 12 IDENTIFY Additional Stakeholders other stakeholders including: Program director Labor unions Potential customers It is also necessary to focus on stakeholders with the most direct ties to a project, for example only key suppliers IDENTIFY 13 Stakeholder Register A stakeholder register includes basic information on stakeholders: Identification information: The stakeholders’ names, positions, locations, roles in the project, and contact information Assessment information: The stakeholders’ major requirements and expectations, potential influences, and phases of the project in which stakeholders have the most interest Stakeholder classification: Is the stakeholder internal or external to the organization? Is the stakeholder a supporter of the project or resistant to it? IDENTIFY 14 Sample Stakeholder Register IDENTIFY 15 Stakeholder Engagement Process Stakeholders can be rated based on their level of impact and their level of interest in your program. A stakeholder analysis grid is an easy way to categorise each stakeholder. ANALYSE Level of impact (low to high) Stakeholder Engagement Process Keep satisfied Manage closely (ENGAGE) (COLLABORATE) Monitor Keep informed (MAINTAIN AWARENESS) (COMMUNICATE) Level of interest (low to high) ANALYSE Stakeholder Engagement Process Information gathered during the identification and analysis phases can now be used to plan your engagement activities. The purpose of the plan is to define the level of stakeholder engagement and to proactively manage these activities. PLAN Stakeholder Engagement Process Communication Strategies Keep satisfied (engage) Share the info reqd Meet frequently Build good relationship Monitor PLAN Provide the general updates Meet occasionally Manage relationship closely (collaborate) Request to champion the project. Participate in critical reviews Build very healthy relationship Keep informed Provide the specific info Meet as and when required Stakeholder Engagement Process Ensure you adhere to any existing organisational policies or protocols. Have a methodology that allows you to solve problems in a systematic and timely way. Look for common ground with your stakeholders Build partnerships such that everyone can benefit ENGAGE Stakeholder Engagement Process Make sure every stakeholder has an appropriate way to participate and offer input. Engage stakeholders in a timely manner to avoid last-minute problems. Solicit the help of other stakeholders (champions). Sometimes you just cannot agree – an ability to disagree without damaging relationships is a major asset ENGAGE Stakeholder Engagement Process Communication needs to be clear and timely so that there can be no confusion by either party. Follow-up with stakeholders, ensure their understanding. Ensure roles and responsibilities are clear and documented. ENGAGE Stakeholder Engagement Questions? Stakeholder Engagement Levels 24 Unaware: Unaware of the project and its potential impacts on them Resistant: Aware of the project yet resistant to change Neutral: Aware of the project yet neither supportive nor resistant Supportive: Aware of the project and supportive of change Leading: Aware of the project Co creation Why cocreation : because of the increasing shift of value from products to experiences, the product centric approach is replaced by a costumer experience approach, where users can become partners of the organisation. This change of perspective, changes the markets and processes, engaging users who are not seen anymore as preys (an animal hunted or seized for food,), but are an active part of the innovation process. Cocreation is not about getting ideas from the users, or understanding the rational thoughts behind their behaviours, cocreation is about users’ empowered engagement and creativity to generate insights and latent opportunities (Ind & Al. 2012, Ramaswamy & Gouillard 2010b). What is Cocreation It is a social and participative experience where all key stakeholders are engaged in a constructive activity to better understand reciprocal points of view and collaboratively create concepts that are valuable for all parts involved – the organisation,the users, the developers. Who should facilitate this A BA and PM. Therefore, a cocreation workshop should involve a balanced mix of lead users, users, designers, the client, to make the experience productive and time effective
